Beruflich Dokumente
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PROFILE
1.1) Introduction:
The telecom network in India is the fifth largest network in the world
meeting up with global standards. Presently, the Indian telecom
industry is currently slated to an estimated contribution of nearly 1% to
India’s GDP.
subscriber base has jumped from 33.69 million in 2004 to 62.57 million in
FY2004- 2005. In the last 3 years, two out of every three new telephone
54.6% of the total telephone subscriber base, as compared to only 40% in 2003.
Wireless subscriber growth is expected to bypass 2.5 million new subscribers per
month by 2007. The wireless technologies currently in use are Global System for
There are primarily 9 GSM and 5 CDMA operators providing mobile services in
19 telecom circles and 4 metro cities, covering 2000 towns across the country.
1.2) Major Players:
India's mobile telecom sector is one of the fastest growing sectors. Unlike in the 1990s
when the mobile phone was an elitist product, mobile operators now tap a mass market
with mass marketing techniques. "Unified licensing" rules allow basic and mobile
operators into each other’s territory, and have ushered in perhaps the final phase of
industry consolidation.
It seems that only companies with deep pockets can effectively compete as primary
operators mobile markets. Economies of scale, scope, and end-to-end presence in long-
distance as well as local telecom, are desirable.
There are, besides, new challenges. Operators have to find new growth drivers for the
wire line business. There are problems of getting broadband to take off, of technology
choice, of when to introduce new technologies, and of developing a viable business
model in an era of convergence.
1.3) Growth of mobile technology:
India has the fastest growing mobile markets in the world. The mobile services were
commercially launched in August 1995 in India. In the initial 5-6 years the average monthly
subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers base
in December 2002 stood at 10.5 millions. However, after the number of proactive initiatives taken
by regulator and licensor, the monthly subscriber additions increased to around 2 million per
month in the year 2003-04 and 2004-05.
Although mobile telephones followed the New Telecom Policy 1994, growth was tardy
in the early years because of the high price of hand sets as well as the high tariff structure
of mobile telephones. The New Telecom Policy in 1999, the industry heralded several
pro consumer initiatives. Mobile subscriber additions started picking up. The number of
mobile phones added throughout the country in 2003 was 16 million, followed by 22
millions in 2004, 32 million in 2005 and 65 million in 2006. The only countries with
more mobile phones than India with 156.31 million mobile phones are China – 408
million and USA – 170 million.
India has opted for the use of both the GSM (global system for mobile communications) and
The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$ 5 only. In 2005 alone 32
million handsets were sold in India. The data reveals the real potential for growth of the
Indian mobile market.
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1.4) Cellular Service Providers:
As on Apr 2007 India has 167 million mobile phone subscribers. Out of this 125 million
are GSM users and 41 million CDMA users. BSNL, Bharti Airtel, Hutch, Idea, Aircel,
Spice and MTNL are the main GSM providers in India. Reliance Communications and
Tata Indicom are the main CDMA providers in India.
Bharti Airtel
Airtel is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, Andhra Pradesh,
Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Karnataka, Kerala, Madhya Pradesh,
Maharashtra, Goa, Orissa, Punjab, Rajasthan, Tamil Nadu, UP and West Bengal. Airtel is the
No.1 cellular service provider in India using GSM technology. Airtel has 23% market share in
India with a total subscriber base of 38 million.
Reliance Communications
Reliance has both CDMA and GSM networks and total subscriber base of 29 million or
17% market share. It has GSM network in Assam, Bihar, Himachal Pradesh, Kolkata,
North East, Madhya Pradesh, Orissa and West Bengal. Reliance has CDMA networks in
other states and cities.
BSNL is a state owned telecom company which has GSM presence in almost every cities and
Vodafone is second largest emerging GSM provider in India with coverage in Kerala,
Mumbai, Delhi, Kolkata, Chennai, Gujarat, Andhra Pradesh, Karnataka and Punjab with
a total subscriber base of 27 million.
Tata Indicom
Tata Indicom is a main CDMA provider in India with 16 million subscribers all over
India. Tata Indicom has presence in almost every state and cities in India.
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Introduction
The name Vodafone comes from Voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones."
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 21 telecom
circles in India. Despite the official name being Vodafone Essar, its products are simply branded
Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and
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2.5.2) Ownership:
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Conceptual
FRAMEWORK
Customer Satisfaction
3.1) Introduction:
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
Organizations are increasingly interested in retaining existing customers while targeting non-
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten
domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous
improvement and organizational change measurement and are most often utilized to develop the
architecture for satisfaction measurement as an integrated model. Work done by Parasuraman,
Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of performance and
their perceived experience of performance. This provides the measurer with a satisfaction "gap" which
is objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml
and Berry as two different measures (perception and expectation of performance) into a single
measurement of performance according to expectation. According to Garbrand, customer satisfaction
equals perception of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and
in term of their perception and expectation of performance of the organization being
measured.
Lisbon, 25 August 2008 - Vodafone obtained the highest customer satisfaction index in
the telecommunications sector in 2007, according to annual results published by Anacom.
Vodafone achieved a satisfaction index of 74.4 (on a scale of 0 to 100), the highest score
of all the companies in the Portuguese telecommunications market and considerably
above the sector average of 67.6.
In the report published by Anacom, Vodafone is ranked in first place in all the indicators included
in the survey: Satisfaction with the operator, Image that customers have of the
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operator, Customer Expectations, Perceived Quality of the operator's network and
services, Perceived Value for Money, Complaints received and their handling, and
Loyalty of customers to their operator.
In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall quality,
way ahead of the scores of the other two operators (both obtained 7.7 points). Vodafone comes
top in all the indicators for perceived quality of network and services: technical quality of the
network (8.2 points); customer service and advice capability (7.6 points); quality (8.2 points),
diversity (8.0 points) and reliability (7.9 points) of products and services offered; clarity and
transparency of information supplied (7.8 points); network coverage (7.9 points) and clarity and
transparency of price plans (7.9 points).
Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes top in the
five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of what it says
and what it does' (8.1 points); 'It is stable and well established in the market' (8.8 points); 'It
contributes positively to society' (7.5 points); 'It cares about its customers' (7.6 points); and 'It is
innovative and forward looking' (8.5 points).
The methodology used in the ECSI Portugal 2010 survey (ECSI – European Customer
Satisfaction Index) is similar to that used by the European Commission to survey
customer satisfaction in 25 Member States, enabling comparisons to be made between the
results obtained in each country.
The ECSI Portugal 2010 Communications survey was carried out by the Higher Institute
of Statistics and Information Management at Lisbon's New University in partnership with
the Portuguese Quality Institute and the Portuguese Quality Association, with
sponsorship from Anacom.
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RESEARCH
METHODOLOGY
4.1) Introduction:
Problem
Identificatio
n
Research
Design
Data
Collecti
on
Data Analysis
&
Interpretation
Research
Report &
Presentation
1 Observation Method:
3 Experimental Method.
4 Panel Method.
1 Internal Source:
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4.7) Data Collection and Sampling:
Basically there are two types of data i.e. secondary and primary:
1 Observation Method:
2 Survey Method:
3 Experimental Method.
4 Panel Method.
1 Internal Source:
Various internal sources like employee, books, sales activity, stock availability,
product cost, etc.
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2 External Sources:
The Researcher has used primary data for the core purpose of the project and this
primary data has been gathered by survey method. The researcher has also used
secondary data
C) Sampling Plan:
The researcher has design a sampling plan that is consist of five decisions.
I) Sampling unit:
Who is to be surveyed?
After all the above steps are completed now the important step is data
analyzing and interpretation. For this there are various analytical and statistical
Co-efficient, etc.
Q1) Do you have a mobile phone?
Purpose:
The main purpose of this question is to know how many respondents use mobile
phone.
Suggestions Yes No
No. of respondents 57 2
3%
Y
N
97%
Interpretation:
97% of the respondents are have a mobile phone while 3% of the respondents do
not have a mobile phone.
Q2) Are you aware about telecommunications services?
Purpose:
The main purpose behind this question is to know about the awareness of
respondents regarding different telecommunications services and also to know about
which telecommunication(operator’s) service they use.
Suggestions Yes No
No. of respondents 59 0
Y
N
100%
Interpretation:
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21% Vodafone
Airtel
37%
Idea
8% Reliance
BSNL
2% Tata Indico
13%
Other
11%
8%
Interpretation:
Major respondents using mobile are enjoying Vodafone services that is 37%.21% of the
respondents use other, 11% of the respondents use Airtel, 8% respondents use Idea while 13%, 2%
and 8% respondents use Reliance, BSNL and Tata Indicom respectively
3) Are you aware about Vodafone?
Suggestions Yes No
No. of respondents 37 22
Purpose:
The purpose behind this question is to know about the awareness of Vodafone
among all the respondents.
Interpretation:
Here 63% of respondents are aware about Vodafone Services. While 37% of
respondents are not aware about Vodafone Services.
Q4) From which source you came to know about Vodafone?
Purpose:
The purpose behind this question is to know from which source the respondents
came to know about Vodafone.
Sources N o. of respondents
Advertisements 22
Hoardings 10
Newspapers 3
Mouth Publicity 14
Interpretation:
45% of the respondents are aware about Vodafone through Advertisements, 20% are aware because of H
the respondents are aware because of Newspapers and Mouth Publicity respectively.
Purpose:
The purpose behind this question is to know about the usage time of Vodafone
customers i.e. since how long they are using Vodafone services.
Interpretation:
Major Respondents using Vodafone are old customers. 70% of the respondents
use Vodafone services from past more than 1 year while the lowest is 0% respondents
using Vodafone services less than 1 month. While 26% of the respondents use Vodafone
services from 2-6 months and 4% from 6-12 months.
Purpose:
The purpose behind this question is to know which services do the Vodafone
customer use, Pre-Paid or Post-Paid.
Services N o. of respondents
Pre-Paid 18
Post-paid 5
Interpretation:
78% of the respondents use pre-paid services while only 22% of the respondents
use post-paid services.
Q7) Which services are more helpful to you while using Vodafone
Services?
Purpose:
The purpose behind this question is to know which services are more helpful to the
respondent while using Vodafone.
Services N o. of respondents
Call Rates 15
SMS Rates 3
Network 17
Value Added Services 3
No. of respondents 23 0
The purpose of this question is to know how many times and how often the
respondents call at customer care of Vodafone.
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0%
Y
N
100%
Interpretation:
Interpretation
Major respondents here call customer care occasionally that is 83%. 4%
respondents respondents call customer care once a month while 13% and 0% of
respondents call once a week and daily respectively.
Q9) For what reason you call at customer care?
Purpose:
The main purpose of this question is to know the reason of the respondents
regarding calling at customer care.
Reasons N o. of respondents
Value Added Services 4
Information regarding new schemes 10
Complaining 10
Other queries 10
Interpretation:
29% of respondents call at customer care for complaining purpose while 29%,
30% and 12% of respondents call customer care for other queries, information regarding
new schemes and value added services respectively.
Q10) Rate the following on the basis of your satisfaction.
Network:
Purpose:
Interpretation:
Here major respondents are satisfy with the network coverage. 52% of the respondents are
rate the Vodafone’s network excellent, 13% rate it very good, 13% rate it
Purpose:
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Interpretation:
Here major respondents are not much satisfied with the SMS rates of Vodafone as
major respondents are youngsters. 0% of respondents rate it excellent, 13% rate it very good,
35% rate it fairly good, 17% rate it average, 35% rate it poor.
Purpose:
The main purpose of this analysis is to the respondent’s perspective related to the
new schemes and offers provided by Vodafone.
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Service Excellent Very Good Fairly Good Average Poor
New schemes 0 7 6 9 1
and offers
Interpretation:
Here major respondents are not much satisfied with new schemes and offers of
Vodafone. 39% respondents rate new schemes and offers as average, 26%
respondents rate it as fairly good, 31% rate it as very good while 14% and 0% rate it
as poor and excellent respectively.
Customer Care:
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Purpose:
The main purpose of this analysis is to know about the satisfaction of customer
care service provided by Vodafone to their customers.
Recharge Outlets:
Purpose:
Recharge outlets of Vodafone are majorly rated as excellent that is 31%. 26% as
average 13% as fairly good 30% as very good and 0% as poor .
Call Rates:
Purpose:
The purpose behind this analysis is to know about the perception of vodafone
customers regarding different call rates.
Service Excellent Very Good Fairly Good Average Poor
Call Rates 3 3 9 5 3
Interpretation:
Major percentage of respondents are not happy with the call rates of Vodafone.
39% of respondents rate call rates of vodafone as fairly good, 13% rate it as very good,
22% rate it as average while 13% and 13% respondent rate it as poor and excellent
respectively.
Value Added Services:
Purpose:
The purpose behind this analysis is to know about the perception of vodafone
customers regarding Value Added Services.
Purpose:
The purpose of this question is to know why other respondents not aware about
Vodafone services.
Reasons N o. of respondents
Less Advertisement 7
Less Publicity 6
Others 9
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Interpretation:
Most of the respondant who is not using Vodafone services fell that other
reason for not aware about Vodafone that is 41%. And 32% fell that becase of less
advertisement and 27%because of less publicity.
Purpose:
The purpose of this question is to know why other respondents do not use
Vodafone services.
Reasons N o. of respondents
Lack of awareness 13
High Prices 18
Poor Services 12
Poor Network 11
Lack of
21% awareness
24%
High Prices
Poor Services
Poor Network
22%
33%
Purpose:
Suggestions Yes No
No. of respondents 26 33
Interpretation:
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78% of the respondents use pre-paid services while only 22% of the respondents
use post-paid services.
Here major Respondents are youngsters so they mainly use SMS services of
Vodafone. 37% of the respondents use Vodafone for SMS services while only 14%
of the respondents use Vodafone for Value Added Services.
29% of respondents call at customer care for complaining purpose while 29%, 30%
and 12% of respondents call customer care for other queries, information regarding
Here major respondents are satisfy with the network coverage. 52% of the
respondents are rate the Vodafone’s network excellent, 13% rate it very good, 13%
rate it farely good while 22% and 0% rate it average and poor.
Here major respondents are not much satisfied with the SMS rates of Vodafone as major
respondents are youngsters. 0% of respondents rate it excellent, 13% rate it very good,
35% rate it fairly good, 17% rate it average, 35% rate it poor.
Here major respondents are not much satisfied with new schemes and offers of
Vodafone. 39% respondents rate new schemes and offers as average, 26%
respondents rate it as fairly good, 31% rate it as very good while 14% and 0% rate
it as poor and excellent respectively.
Customer care service of Vodafone is better compared to some of the other services. 35%
respondents rate it as very good, 17% rate it as fairly good, 31% rate it as average, and
Major percentage of respondents are not happy with the call rates of Vodafone.
39% of respondents rate call rates of vodafone as fairly good, 13% rate it as very
good, 22% rate it as average while 13% and 13% respondent rate it as poor and
excellent respectively.
Customer are not satisfied with Value added services of Vodafone. 22%
respondents rate it as fairly good, 4% rate it as very good, 61% rate it as average
while 4% and 9% rate it as excellent and poor respectively.
Most of the respondant who is not using Vodafone services fell that other reason
for not aware about Vodafone that is 41%. And 32% fell that becase of less
advertisement and 27%because of less publicity.
33% don’t use Vodafone services because of high prices. 22% respondents
don’t use Vodafone services because of poor services while 24% & 21%
respondents don’t use vodafone services because of lack of awareness and poor
network respectively.
56% of the Vodafone customers would like to recommend Vodafone services to others
while 44% of the Vodafone Customers won’t recommend to others.
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Conclusion
Follwing are the conclusion that the researcher found after the survey.
From the above analysis the researcher concludes that major respondents are
dissatisfied with some of the major services like call rates, SMS rates and new
Major customers of Vodafone are old customers so many of the respondents are
satisfied with the services of Vodafone and thus they would like to recommend
Vodafone to others.
services.
Major respondents are youngsters so they need more SMS facilities and low call
rates, but Vodafone dissatisfies these age group (18-25) as their call rates and SMS
Following are some of the suggestions given by the researcher so that Vodafone can
Vodafone should provide more offers to Post-Paid customers so that the number
Vodafone should bring introduce some new SMS schemes for the youngsters.
Vodafone should provide more schemes and offers to its old customers.
Q1) Do you have a mobile phone?
o Yes
o No
Q2) Are you aware about telecommunications service?
o Yes
o No
If yes, then which operator’s Service do you use?
o Vodafone (Multi-choice)
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom ( If not Vodafone then go to Q12 )
Q3) Are you aware about Vodafone?
o Yes
o No (If No, then go to Q11 )
Q4) From which source you came to know about Vodafone?
o Advertisement (Multi-choice)
o Hoardings
o Newspapers
o Mouth Publicity
Q5) Since how long you are using Vodafone services?
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o More than 1 year
o Pre-paid
o Post-paid
Q7) Which services are more helpful to you while using Vodafone services?
o SMS service
o Network
o Value Added Services
Q8) Dou you call at customer care?
o Yes
o No
If yes, how often you call at customer care?
o Daily
o Once a week
o Once a month
o Occasionally
Q9) For what reason you call at customer care?
SMS rates
Customer Care
Recharge outlets
Call Rates
o Less Advertisements
o Less Publicity
o Others
(If others then mention ________________________)
o High Prices
o Poor Services
o Poor network
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Q13) Would you like to recommend Vodafone to others?
o Yes
o No
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
___
Name: ________________
Sex: Male/Female
Signature: __________